Industry News
The science of gamification
Andy Sekula, Head of Games at Kalamba Games talks about the science of gamification
Gamification is a term coined in the early noughties and is typically understood to be the application of gaming mechanics to non-gaming situations. For the online casino industry, however, the term can represent any gaming mechanic outside of the core game. For suppliers, gamification tools have become essential components of game design over the last few years. Endless time has been spent on trying to create the next big thing and improving the application of gamification tools in order to increase acquisition and retention rates, as well as the longevity of a title.
The traditional definition of gamification describes a science that aims to maximise enjoyment and engagement while motivating people to learn by using game elements. Dozens of books have been written about the topic exploring how the brain reacts to gaming components such as leaderboards, levels and progress bars in a learning environment. Simply put, when you achieve something, dopamine is released, lighting up your brain’s reward centre and encouraging you to do it again. This reaction is what makes gamification tools so effective across multiple industries, from language teaching and fitness apps, making it more fun to achieve your goals.
At Kalamba, we consider most of our game mechanics – certainly anything with RTP directly attached – as being core to the game play experience and not gamified layers ‘on top’. However, we have introduced certain elements such as missions and achievements which look to extend the gameplay beyond that of a classic slot. By maintaining player advances in our missions or other in-game progression features, players can always return to where they left off and continue to strive for their goal. This has delivered substantial improvements in player engagement and retention within our titles.
However, as players get used to the existing gamification offering, they will soon start demanding more, especially as technology advances. So how do we ensure we fully utilise the science of gamification in the gambling industry as we look at developing these tools in the future?
We believe that operators and suppliers could work better together in sharing data to get a better picture of player preference. Operators have a lot of information that suppliers don’t have access to, and vice versa, that could assist in the development process of a new title. Knowing your player and what makes them tick is key and with more data, we can improve the gamification tools offered in a game.
One thing that we believe is currently under-utilised in the industry is the possibility of adjusting the player experience to better match player preferences. The current offering is very much ‘one-size fits all’, but with the technology currently available we will soon be able to dynamically segment players and better cater to their individual requirements.
We also think there are still many things to be learned from social gaming. One concept which has not yet been developed to full potential, for example, is building engagement meta layers within a supplier’s entire portfolio. This means adding another gamification layer buy introducing achievements and missions that are connected between different titles offered by a supplier. Meta layers somewhat resemble the way players help Super Mario on his quest through different levels and worlds to save the princess in Nintendo’s super hit. Including portfolio-wide features would greatly enhance the time spent on each session and ensure players come back to complete their missions.
In our view, gamification is not just a buzzword in the industry but will continue to be an important tool as the casino game sector evolves. Focusing on improving these layers of gamification will no doubt be on the top of our agenda in 2020 and beyond.
Industry News
CT Interactive Appoints Todor Botsev as Business Development Manager for EMEA and Asia
CT Interactive has appointed Todor Botsev as its Business Development Manager for ЕМЕА and Аsia.
With over 16 years of experience in the dynamic and rapidly evolving casino industry, Todor specialises in online and offline business operations. His career has encompassed a variety of roles and responsibilities, including managing online and offline casino operations, optimising gaming platforms and developing strategic business initiatives.
Throughout his career, Todor has gained extensive experience in the development and implementation of new gaming products for online and offline casinos, working with a diverse range of gaming platforms and systems. His expert approach to data analysis and market trends enables him to design and execute innovative strategies for customer acquisition and retention, driving sustainable growth and expanding the customer base.
Todor’s strong leadership skills allow him to effectively manage teams and projects, with a focus on operational efficiency and staff development. His leadership philosophy is built on collaboration and a commitment to delivering the highest standards of customer service.
With his deep understanding of online casino operations and strategic thinking, Todor is a valuable addition to the CT Interactive team.
The post CT Interactive Appoints Todor Botsev as Business Development Manager for EMEA and Asia appeared first on European Gaming Industry News.
The chairman of Playtech, the London-listed gambling technology group, is to step down, triggering a search for a successor with a taste for stringent corporate governance challenges.
Egon Zehnder International, the boardroom headhunter, is being appointed to handle the search for Mr Mattingley’s successor, according to a source close to the situation.
A former chairman and chief executive of 888, the London-listed gaming company now known as Evoke, Mr Mattingley was also a founding director of Gala Leisure.
At Playtech, he has overseen a frenetic period of corporate activity while also finding himself in the eye of a series of storms with shareholders over boardroom pay and wider corporate governance.
The most recent of those came in December when close to a third of investors rebelled over a €100m bonus plan for Mor Weizer, the company’s chief executive, along with other senior executives.
Shareholders give Mr Mattingley credit, however, for helping to navigate the company through a challenging period in the gambling industry, in particular his role last year in securing the sale of Snaitech, its Italian consumer gambling arm, for €2.3bn.
That represented a nearly threefold return on Playtech’s initial investment in the business, triggering total returns to shareholders of up to €1.8bn – a sum almost equivalent to all of the special dividends paid by London-listed companies in 2023.
The sale of Snaitech will transform Playtech into a pure-play business-to-business operation.
During Mr Mattingley’s three-and-a-half year tenure, shares in the company have risen by about 60%.
The post Playtech Executive Chair Brian Mattingley Set to Step Aside appeared first on European Gaming Industry News.
CT Interactive is marking a resounding success following its participation in last week’s ICE 2025 trade show. As a global iGaming provider of innovative gaming solutions, the company used the event to solidify its market presence, seal new partnerships, unveil new gaming content and engage in productive discussions about its ambitious growth plans.
CT Interactive’s showcase at ICE Gaming 2025 reaffirmed its commitment to supporting its partners by expanding its portfolio of games available for their platforms. The company’s efforts to release fresh and engaging content have already been met with enthusiasm, setting the stage for stronger collaborations and greater player satisfaction.
Another highlight of the event was the company’s announcement about its impending certification for the Brazilian market. This milestone will enable CT Interactive to officially enter one of Latin America’s most dynamic and fast-growing regions.
“We’re thrilled about the opportunities Brazil offers. We have prepared a games list designed to resonate with the preferences of Brazilian players, and we’re eager to bring our portfolio to this exciting market,” Martin Ivanov, COO of CT Interactive, said.
ICE Gaming 2025 also provided an excellent platform for CT Interactive to explore growth opportunities in Eastern Europe. With its strong regulatory framework and growing appetite for online gaming, Ukraine featured prominently in the company’s discussions. CT Interactive is about to conclude a deal with a local partner, significantly boosting its presence in this emerging market.
“The Ukrainian market holds tremendous potential, and we’re keen to expand our footprint there. We are confident that our diverse portfolio of high-quality games will meet the expectations of operators and players alike,” Martin Ivanov said.
The company’s new game releases were another highlight of its ICE Gaming presence. CT Interactive’s cutting-edge titles, designed with captivating visuals and engaging gameplay, were met with widespread acclaim. These releases are expected to captivate players and drive significant revenue growth for its operator partners.
Reflecting on the event’s success, Martin Ivanov stated that CT Interactive’s participation allowed it to strengthen its relationships with partners, explore untapped opportunities and reinforce its position in the gaming industry.
“The show was an incredible opportunity to engage with our partners, showcase our innovations, and discuss strategies for mutual growth. We leave ICE Gaming 2025 energised and excited for what’s next,” Martin Ivanov added.
The post CT Interactive Reflects on Successful Showcase at ICE 2025 appeared first on European Gaming Industry News.
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